Hawaii Tourist Ads Like This Drive Me Crazy (reaction and analysis)
It seems like tourism in Hawaii continues to struggle as visitors from Japan are still trying to recover to pre-2019 numbers. I recently saw a promotional video for the Japanese market that highlights the beauty of Hawaii. However, I think it fails to hit the mark in what most Japanese tourists want to do here. Maybe there is data to support that Japanese visitors are interested in the many activities that the video highlights. However, I just do see it. So while Hawaii continues to make these kinds of videos, I think we should also be invested resources in improving the visitor experience so that visitors speak highly of Hawaii (ie word-of-mouth marketing).
Intro – 0:00
Reaction to Hawaii advertisement – 2:15
Overall thoughts on the advertisement – 8:45
How Hawaii can improve the visitor experience – 14:38
Closing thoughts – 16:46
Beautiful Hawaii – https://www.youtube.com/watch?v=fxJZMf9o_pc
Hawaii news stories – https://www.staradvertiser.com/2024/10/07/hawaii-news/hawaii-remains-the-top-desired-destination-for-japanese-travelers/
https://www.staradvertiser.com/2024/04/29/hawaii-news/flat-golden-week-fortells-a-sluggish-japan-tourism-recovery-in-hawaii/
Filmed using the Canon Vixia G60.
#hellofromhawaii
📷 IG – https://www.instagram.com/hello_from_hawaii
23 Comments
As you said I think that this is the Hawaii image that the state wants to push onto the tourists. More fitting to the stigma around tourists, like no respect for the land or culture, etc. I think they are also trying to balance out the ads because I'm not too sure if you know, but just like the state, shopping centers, hotels, tours etc put out their own Japanese-tourist directed ads that are focusing on the urbanization and some even the "island playground" type of stuff. Ala Moana and Waikele Premium Outlets have a massive marketing deal with Japan tourism authority where they put out tons of ads about shopping and such with those. Mariott and other big hotel companies also have massive campaigns directly for the Japanese tourist market. It seems like the state is trying to off put those ads by doing the opposite
The ad campaign seems off to me. What visitor to Hawaii would EVER do these things…working? Walking around in some barren landscape? I don’t know.
Not at all, I’ve never seen a commercial about going to Hawaii to clean up beaches on the mainland of the United States. 11:47
Seeing the Japanese woman all by herself in all these wonderful places reminded me of that music video Shelter by Porter Robinson. A Japanese girl all by herself living in a beautiful virtual reality. The music video has over 83 million views and it made me tear up. I don't think that's what they were going for. I completely agree with you, why didn't they show a Japanese family or a group of friends having fun in Hawaii?
If at 8:32 she is looking out over the observatory or Haleakala at sunrise, I remember that it was cold when we were there. And like her, I had tears in my eyes at the beauty. I have enjoyed ((Pre-Covid) farm to table eco/culinary tours, visiting the Okinawa communities in Hawaii, as well as Hawaiian and Samoan festivals. Challenges are most definitely the Yen exchange rate and unfortunately both Japan and Hawaii needing to recover economically. I agree, unfortunately Hawaii dos not feel as safe, clean or friendly as it used to be. Word of mouth (especially for a lot of Asian folk) is powerful. Can you provide a link to the original ad that you mentioned? Thanks for a thoughtful and insightful video!
It is a pretty video but I can't see how it is designed to resonate with the "typical" Japanese visitors, nor is it designed to further the state mission of attracting higher-spending visitors. Showing the kalo fields and beach cleanup sort of hints at the desired more socially-involved traveler, but not even the vaguest hints of learning culture or history (awkwardly reads more like trying to show locals working together/showing aloha).
Like everything else HTA is quickly spending money on, it doesn't seem very thought out in the long run.
Restrooms are the worse for years. I’m so called local. Since the seventies.. so dirty
The want their business but not putting out what is considered normal??? In their country 😮😮
13:40 Same unfavourable exchange rates, BUT we have sooooo much more affordability in terms of food and hotels, dirt cheap to high life… that i can't seem to find for Hawaii? Are there any??? Cuz im not finding it easy to wanna have a getaway there even as a Singaporean.
Maybe the message is for Japanese people to enjoy travelling on their own and not necessarily travel with a family. Maybe the idea is to make them feel encouraged to travel solo and learn about the culture etc and do things different to the norm. I like to think they want to show a new side of all the possibilities that one person can do without the need for going with a group of people and do the usual things. Maybe soul searching, reflection, and exploring is what the message is.
Would you take a vacation in a country where the cost of everything is 2x – 3x the price of staying home? Not your first choice, right? Yeah- that's why the Japanese abandoned Hawaii.
Why would the clean, efficient, respectful, wealthy, Japanese come to filthy, inefficient, unpleasant, impoverished Hawaii? They aren’t interested in being robbed, going to dirty places, looking at rampant homelessness or being harassed by them! They don’t want to sit in traffic and drive on dilapidated roads. Makes no sense. Waikiki is polluted. The Ala Wai is disgusting. Cops don’t do anything. Our government hates us and has made that blatantly clear putting their pensions before the state and people they pretend to serve for decades; we live in decay. There’s not one metric anyone can point to that anyone would believe, that anything in Hawaii has improved in the last 25 years, despite taxes being increased to fund government employee liabilities.
Went to the Malama Aina tour at Kualoa Ranch, great informative activity!
lol loved this video! As someone from Hawaii who's lived for a long time in Japan and helps with cross-border marketing-related projects, I think you nailed it.
The brand image of Hawaii in Japan is very strong and I think it's what's carrying Japanese tourism in Hawaii now rather than the reality. Solo female Japanese travelers to Hawaii are pretty rare (unless studying, doing a homestay, part of some kind of group, etc.) and ones visiting to do the activities shown in this video are virtually non-existent. Even the Polynesian Cultural Center would be primarily targeting niche repeaters. There is the idea of Hawaii being a "power spot" and an escape from the stresses of everyday life, and the idealistic version could be what's being shown here to speak to some aspirational feeling, but it doesn't reflect any kind of reality.
The weak yen and rising prices in Hawaii play a factor in Japanese choosing to visit Hawaii, of course. Many Japanese tourists to Hawaii are advised to bring food with them so they can eat in their hotel rooms and avoid the high prices and confusing new tipping culture as much as possible. I know for a fact that many actually do this.
The other big factor is, like you said, the Hawaii visitor experience. It's not all bad, of course, but there's a general sense that many are just going through the motions of their job. Many Japanese tourists will accept that they're abroad and "that's just how it is there", but when it's that expensive and when there's a feeling of things being unclean or dangerous, other travel destinations will be considered, and that's what's happening. My Japanese wife's parents used to visit Hawaii basically every year – they happened to decide on islands in Okinawa twice this year. My Japanese colleague reached out to me about a very famous hotel in Waikiki to see if it's still good because more recent Japanese reviews are saying it's unclean and service was bad. I'm concerned that that's the type of word-of-mouth that's increasing.
Hawaii has a ton of potential and benefits from its strong image in Japan, but it does have to do better and I hope it does soon.
Where can I get that shirt?
Gonna have to lower prices if you want Japanese to come to Hawaii. Get rid of Jones Act.
You are so correct in your analysis. The direction of the Council for Native Hawaiian Advancement or maybe HTA is very idealistic. They are trying to sway visitors were they may not want to go. If there was a demand, businesses would emerge to meet the demand. The target market for this commercial is maybe less than 5 percent. Waste money. What triggers visitors is low airfares and value for their stay.
You should look at kool about Japan it has detail information that should be good example on what Japanese like wail on tour I noticed lot Japanese going on them I mean wellered bus company has same programs this ad on par what Japanese wants. I been there couple times they very hands on also this ad reason she’s by her self Japan very crowded this showing you can escape from that.. truth tv anime games that’s their true ads even YouTube vlogs twitch they get head to toe detail about there home.. don’t over think it you got be there to understand and get know them. There’s reason why ad is made way it is and I get that and it’s perfect for them I know it’s confusing but like I said you got be there you should go wail it cheap that’s why every going.. I’m going next Nov to see Xmas lights to me I think they have worlds best Xmas lights display…
I go to Hawaii every year and never get tired of it. I just go there and do nothing but enjoying the local food around the island . Don’t really care for other activities that I’ve already done in my previous visits. Will be going to Korea and Japan next Summer and back to Hawaii again in October.
Throwing in a plug for 808 Cleanups. I’m from the mainland but when I visit Hawaii I like to do the cleanups as a small way to contribute back
Who would want to go to Hawaii where crime is out of control, public facilities are in shambles, homelessness, lack of safety enforcement …..I can go on!
I AM American I lived on Big Island and Kauai it’s has Plate Lunch it’s Ono Hawaiian has beautiful Bike paths and Walking Trails , Water Falls ! I LOVE FOOD Trucks and Locals were so Friendly! THATS what makes Hawaii Great Aloha!
To be fair, this isn't the only Hawaii promotional video targeting the Japanese audience. The other video portrays a typical Japanese family doing the typical tourist things. However, I wanted to talk about this video because it seemed out of place. Would love to know what other people think 🤙